Yeah, that's the deal. At the moment I've refined it down to riding up the pavement the photographer is standing on in the first photo until the point the photographer is standing at, at which point I jump onto the road and start riding up it. Since there's masses of pavements cycle paths about this area and none are correctly signed, I can't be sure this isn't legal, I just don't think it will be in a "this is Edinburgh" kind of way.
A lot of traffic leaves Tesco / Decathlon / Royal Mail / the yards on the east side and drives up Cutlins Rd with me, so I surmise it's not one way all the way (by habit if not by virtue of any signage).